Dish soap encourages moms to give kids little moments of Joy

Client: Joy (P&G)

Agency: Grey Group Malaysia, MediaCom 

Market: Malaysia

Campaign scope: Online film, social media, microsite

Details: In addition to the film on YouTube and Facebook, the campaign includes a microsite where mothers can pledge to, for example, read more stories or play more games with their kids, and a chance to get a bottle with a custom label bearing their pledge and their kids' names (see example below).

The concept ties into the brand's purported product benefit: that it saves time by cleaning in one wash. 

Press release quote: Graham Drew, executive creative director, Grey Group Malaysia: “Much of being a working mum is about balance, and we all want to give our kids as much quality time as possible. With the ‘Moments of Joy’ campaign, we wanted to explore that balance and uncover some truths about just what matters most to our children. We then took these findings and created a full in-store, digital and social campaign that focuses on empowering mums to create more of these small but powerful moments.” 

Campaign Asia Pacific's comments: Brands that step into parenting as a topic always take the risk that their efforts will be seen as patronising. After all, most parents don't look kindly on unsolicited advice from their own friends and family members, let alone inanimate household products. So, congratulations to P&G and Grey for navigating around that minefield here. The mums are portrayed as nothing but loving and dedicated. If anything, they're credited with sometimes pushing themselves too hard in their efforts to please their children—when actually it's simply spending time that matters the most. Whether all this translates to consideration and incremental sales remains to be seen; although the video has a lot of views and likes, only 1,300 people have taken the pledge that leads to the custom label. 

CREDITS

Grey Group Malaysia
Graham Drew, ECD
Ramanjit Singh Gulati, CD
Ramanjit Singh Gulati & Graham Drew, copywriters
Naved Siddiqui, art director
Suzy Chang, producer
Sulaiman Abu Bakar, producer
Christine Chan, brand director
Kate Armishaw, brand director
Joshua Yap, brand executive
Lubna Khan, planning director

Team P&G – WPP
Anurag Gupta, COO

Grey Group Asia-Pacific
Huma Qureshi, regional director, PR & corporate communications
Pang Yanrong, regional corporate communications executive

MediaCom
Saurabh Chandrashekhar, AOR director, Team P&G
Jason Lim Jye Jiun, communication planner
Christine Lim, senior executive, interaction
Leong Jia Chi, senior implementation executive
Kathy Le, senior implementation executive
Jonathan Lok, interaction executive

Advocate marketing agency: Advocacy
Mahesh Neelakantan, COO
Lim Fang Han, business director
Tammy Tan, senior account manager
Risa Salam, account executive
Rocky Lim, community executive

Production house: Playhouse Pictures Sdn Bhd
Henry Ooi, director
Ira Carrisa Shah, executive producer
Kok Wai, editor
Eric Oh, director of photography
Chris Ngooi, assistant director

Digital agency: Hypermedia
Norbert Rozycki, head of production APAC
Christine Liston, project manager
Jubal Mabaquaio, developer
Elipidio Armando, developer
Herdee Abuyo Bernalynne Villarete, quality assurance tester

P&G
Sweta Mehra, brand director
Mallika Tyagi, brand manager
Grace Chua, brand manager
Truong Thi Ngoc Anh, assistant brand manager
Sarah Tolentino, production manager
Tagami Tomoko, communication manager